CVS' BeautyIRL is a new shop-in-shop format that the drugstore is launching in collaboration with at-home beauty service GlamSquad.
As many consumers are turning to convenient online channels for all of their beauty shopping needs, brick-and-mortar stores are turning experiential to give shoppers the chance to physically interact with and try on products that they may be interested in. The new BeautyIRL shops put services first and foremost, offering visitors 30-minute makeup refreshers, dry-styling, blowouts and skincare services.
The shop-in-shop also features a Test-and-Play Hygiene Bar, which allows consumers to play with makeup, while trained consultants ensure that the experience is clean and hygienic. Some of the other fun sections for consumers to discover include a wall that showcases popular products of the moment, socially driven independent brands and a Mini Must-Have Boutique to create one's own bag of miniature products.
Experiential Beauty Shop-in-Shops
CVS' BeautyIRL Shops Let Consumers Try on Makeup on the Spot
Trend Themes
1. Experiential Retail - Retailers are transforming brick-and-mortar stores into immersive experiences to attract customers, creating new opportunities to engage with consumers in a more personalized way.
2. On-demand Beauty Services - In collaboration with GlamSquad, CVS is bringing on-demand beauty services to shoppers, revealing a new market for beauty services which can be booked online and in-person.
3. Clean Beauty and Hygiene - With the introduction of the Test-and-Play Hygiene Bar, CVS is promoting clean beauty and hygiene practices within the beauty industry and it presents an opportunity for other companies to incorporate these practices into their own retail experiences.
Industry Implications
1. Beauty - The beauty industry is embracing the experiential retail movement, and incorporating on-demand beauty services and hygiene practices could help companies stay relevant.
2. Retail - As e-commerce continues to dominate, brick-and-mortar retailers are turning to experiential retail to differentiate themselves and compete with online channels.
3. Hospitality - As CVS' BeautyIRL provides a new hospitality service that encourages customers to linger longer in-store, there is an opportunity for the hospitality industry to collaborate with retailers to create unique shopping experiences.